MARKETING STRATEGY DEVELOPMENT


MARKETING STRATEGY DEVELOPMENT

Page:

      MARKETING STRATEGY DEVELOPMENT FOR THE INDUSTRY

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~ .. MARKETING STRATEGY DEVELOPMENT

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~ ...... ~ Competitors

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~ .... BASIS FOR A MARKETING STRATEGY

~ ...... MARKET SEGMENTATION

~ ...... ~ Trade Cell

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~ ...... ~ Product Range

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~ ...... MARKET POSITIONING

~ ...... ~ Operational Facets

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~ ...... MARKET ENTRY STRATEGY

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~ ............ MARKET POSITION

~ ~ ...... 1: Sufficient Current Market Segmentation

~ ~ ...... 2: Potential Growth for Market Segmentation

~ ~ ...... 3: Competitive Market Segmentation Position

~ ~ ...... 4: Unsatisfied Market Segmentation

~ ~ ...... 5: Competitor Dominated Market Segmentation

~ ~ ............ Operations

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~ ~ ............ Markets + Trade Cell

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~ ~ ............ Products

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~ ~ ............ Competitors

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~ ...... MARKETING-MIX

~ ...... ~ Product

~ ...... ~ Place

~ ...... ~ Promotion

~ ...... ~ Price

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~ ...... ~ QUALITY -v- PRICE

~ ...... ~ Premium Strategy

~ ...... ~ Average-Quality Strategy

~ ...... ~ Penetration Strategy

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~ ............ MARKETING MIX

~ ~ ...... 1: Product

~ ~ ...... 2: Place

~ ~ ...... 3: Promotion

~ ~ ...... 4: Price : Premium Strategy

~ ~ ...... 5: Price : Average Strategy

~ ~ ............ Operations

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~ ~ ............ Markets + Trade Cell

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~ ~ ............ Products

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~ ~ ............ Competitors

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~ .... TIMING STRATEGY

~ ...... Present Products -v- New Products

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~ .... BASIS FOR MARKETING TACTICS

~ ...... FORMULATING PLANS

~ ...... SALES TARGETS

~ ...... MARKETING BUDGET

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~ ...... MARKETING SPEND

~ ...... PRODUCT PRICING

~ ...... MARKETING BUDGET ALLOCATION

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~ ...... MARKETING IMPLEMENTATION + CONTROL

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~ ............ MARKETING TACTICS G7QG7 

~ ~ ...... 1: Sales Targeting

~ ~ ...... 2: Overall Marketing Mix

~ ~ ...... 3: Product Pricing

~ ~ ...... 4: Marketing Budgets

~ ~ ...... 5: Marketing Control

~ ~ ............ Operations

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~ ~ ............ Markets + Trade Cell

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~ ~ ............ Products

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~ ~ ............ Competitors

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~ .... MARKETING SUMMARY

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~ .... MARKETING OBJECTIVES

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~ .... HISTORIC FINANCIAL DATA

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~ .... Historic Balance Sheet

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~ ~ ...... Historic Costs & Margins

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~ ~ ........ Historic Financial Ratios & Margins

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~ ~ .......... Historic Operational Ratios & Margins

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~ .... Financial forecast notes

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~ .... MARKETING STRATEGY DEVELOPMENT FORECASTS : Current to 2028

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~ .... Base Forecast : Best Market Scenario Balance Sheet Forecast

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~ ...... Base Forecast : Best Market Scenario Operational Costs Forecast

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~ ........ Base Forecast : Best Market Scenario Financial Ratios

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~ .......... Base Forecast : Best Market Scenario Operational Margins

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~ .... Base Forecast : Median Market Scenario Balance Sheet Forecast

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~ ...... Base Forecast : Median Market Scenario Operational Costs Forecast

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~ ........ Base Forecast : Median Market Scenario Financial Ratios

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~ .......... Base Forecast : Median Market Scenario Operational Margins

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~ .... Base Forecast : Worst Market Scenario Balance Sheet Forecast

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~ ...... Base Forecast : Worst Market Scenario Operational Costs Forecast

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~ ........ Base Forecast : Worst Market Scenario Financial Ratios

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~ .......... Base Forecast : Worst Market Scenario Operational Margins

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~ .... Marketing Expenditure Balance Sheet Forecast

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~ ...... Marketing Expenditure Operational Costs Forecast

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~ ........ Marketing Expenditure Financial Ratios

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~ .......... Marketing Expenditure Operational Margins

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~ .... Market Segmentation Balance Sheet Forecast

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~ ...... Market Segmentation Operational Costs Forecast

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~ ........ Market Segmentation Financial Ratios

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~ .......... Market Segmentation Operational Margins

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~ .... Distribution Channel Improvement Balance Sheet Forecast

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~ ...... Distribution Channel Improvement Operational Costs Forecast

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~ ........ Distribution Channel Improvement Financial Ratios

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~ .......... Distribution Channel Improvement Operational Margins

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~ .... Export Sales Improvement Balance Sheet Forecast

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~ ...... Export Sales Improvement Operational Costs Forecast

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~ ........ Export Sales Improvement Financial Ratios

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~ .......... Export Sales Improvement Operational Margins

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~ .... Fixed Marketing Cost Objectives Balance Sheet Forecast

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~ ...... Fixed Marketing Cost Objectives Operational Costs Forecast

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~ ........ Fixed Marketing Cost Objectives Financial Ratios

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~ .......... Fixed Marketing Cost Objectives Operational Margins

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~ .... Variable Marketing Cost Objectives Balance Sheet Forecast

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~ ...... Variable Marketing Cost Objectives Operational Costs Forecast

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~ ........ Variable Marketing Cost Objectives Financial Ratios

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~ .......... Variable Marketing Cost Objectives Operational Margins

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~ .... General Marketing Process Cost Objectives Balance Sheet Forecast

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~ ...... General Marketing Process Cost Objectives Operational Costs Forecast

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~ ........ General Marketing Process Cost Objectives Financial Ratios

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~ .......... General Marketing Process Cost Objectives Operational Margins

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~ .... Distribution & Product Delivery Cost Objectives Balance Sheet Forecast

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~ ...... Distribution & Product Delivery Cost Objectives Operational Costs Forecast

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~ ........ Distribution & Product Delivery Cost Objectives Financial Ratios

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~ .......... Distribution & Product Delivery Cost Objectives Operational Margins

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~ .... Selling Cost Objectives Balance Sheet Forecast

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~ ...... Selling Cost Objectives Operational Costs Forecast

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~ ........ Selling Cost Objectives Financial Ratios

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~ .......... Selling Cost Objectives Operational Margins

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~ .... Advertising Cost Objectives Balance Sheet Forecast

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~ ...... Advertising Cost Objectives Operational Costs Forecast

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~ ........ Advertising Cost Objectives Financial Ratios

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~ .......... Advertising Cost Objectives Operational Margins

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~ .... Promotional & Pricing Cost Objectives Balance Sheet Forecast

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~ ...... Promotional & Pricing Cost Objectives Operational Costs Forecast

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~ ........ Promotional & Pricing Cost Objectives Financial Ratios

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~ .......... Promotional & Pricing Cost Objectives Operational Margins

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~ .... Sales Cost Improvement Balance Sheet Forecast

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~ ...... Sales Cost Improvement Operational Costs Forecast

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~ ........ Sales Cost Improvement Financial Ratios

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~ .......... Sales Cost Improvement Operational Margins

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~ .... Promotional Expenditure Balance Sheet Forecast

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~ ...... Promotional Expenditure Operational Costs Forecast

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~ ........ Promotional Expenditure Financial Ratios

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~ .......... Promotional Expenditure Operational Margins

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~ .... Target Markets Development Balance Sheet Forecast

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~ ...... Target Markets Development Operational Costs Forecast

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~ ........ Target Markets Development Financial Ratios

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~ .......... Target Markets Development Operational Margins

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~ .... Product Positioning Balance Sheet Forecast

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~ ...... Product Positioning Operational Costs Forecast

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~ ........ Product Positioning Financial Ratios

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~ .......... Product Positioning Operational Margins

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~ .... Product Branding + Multi-branding Investment Balance Sheet Forecast

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~ ...... Product Branding + Multi-branding Investment Operational Costs Forecast

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~ ........ Product Branding + Multi-branding Investment Financial Ratios

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~ .......... Product Branding + Multi-branding Investment Operational Margins

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~ .... Sales Personnel + Staff Improvement Balance Sheet Forecast

111

~ ...... Sales Personnel + Staff Improvement Operational Costs Forecast

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~ ........ Sales Personnel + Staff Improvement Financial Ratios

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~ .......... Sales Personnel + Staff Improvement Operational Margins

115

~ .... Financial data definitions

 


INDEX

Acquisition, 6
Advertising, 11, 19
Analyzing opportunities, 25
Associated Products & Services, 11
Average-Quality Strategy, 12

Balance Sheet Advertising Cost Objectives, 82
Balance Sheet Base Forecast : Best Market Scenario, 34
Balance Sheet Base Forecast : Median Market Scenario, 38
Balance Sheet Base Forecast : Worst Market Scenario, 42
Balance Sheet Distribution Channel Improvement, 54
Balance Sheet Distribution & Product Delivery Cost, 74
Balance Sheet Export Sales Improvement, 58
Balance Sheet Fixed Marketing Cost Objectives, 62
Balance Sheet General Marketing Process Cost Objectives, 70
Balance Sheet Historic, 28
Balance Sheet Market Segmentation, 50
Balance Sheet Marketing Expenditure, 46
Balance Sheet Product Branding + Multi-branding, 106
Balance Sheet Product Positioning, 102
Balance Sheet Promotional Expenditure, 94
Balance Sheet Promotional & Pricing Cost Objective, 86
Balance Sheet Sales Cost Improvement, 90
Balance Sheet Sales Personnel + Staff Improvement, 110
Balance Sheet Selling Cost Objectives, 78
Balance Sheet Target Markets Development, 98
Balance Sheet Variable Marketing Cost Objectives, 66
Bargain, 12
BASIS FOR A MARKETING STRATEGY, 3
BASIS FOR MARKETING TACTICS, 18
Branding, 11
Budgets, 18
Budget-to-sales ratio, 18
Buyer description variables, 4

Cheap, 12
Choosing objectives, 25
Collaboration, 6
Competitive Market Segmentation Position, 7
Competitor Dominated Market Segmentation, 7
Competitors, 2
Costs & Margins Historic, 29

Dedicated distribution channels, 1
Developing strategy, 25
Discounts & Promotional Offers, 11
Distribution channels, 1, 11
Distribution Coverage, 11
Distribution system, 1

End Uses, 4

Features & Options, 11
Financial data definitions, 115
Financial forecast notes, 32
Financial Ratios Advertising Cost Objectives, 84
Financial Ratios Base Forecast : Best Market Scenario, 36
Financial Ratios Base Forecast : Median Market Scenario, 40
Financial Ratios Base Forecast : Worst Market Scenario, 44
Financial Ratios Distribution Channel Improvement, 56
Financial Ratios Distribution & Product Delivery, 76
Financial Ratios Export Sales Improvement, 60
Financial Ratios Fixed Marketing Cost Objectives, 64
Financial Ratios General Marketing Process Cost, 72
Financial Ratios Market Segmentation, 52
Financial Ratios Marketing Expenditure, 48
Financial Ratios Product Branding + Multi-branding, 108
Financial Ratios Product Positioning, 104
Financial Ratios Promotional Expenditure, 96
Financial Ratios Promotional & Pricing Cost Objectives, 88
Financial Ratios Sales Cost Improvement, 92
Financial Ratios Sales Personnel + Staff Improvement, 112
Financial Ratios Selling Cost Objectives, 80
Financial Ratios Target Markets Development, 100
Financial Ratios Variable Marketing Cost Objectives, 68
Financial Ratios & Margins Historic, 30
FORMULATING PLANS, 18, 25

Geographic segmentation, 3
Guarantee product, 1

HISTORIC FINANCIAL DATA, 27
Hit & Run, 12

Implementation and control, 25
Internal development, 6

Loss-Leader, 12

Market concentration, 5
MARKET ENTRY STRATEGY, 6
MARKET POSITION, 7
MARKET POSITIONING, 5
MARKET SEGMENTATION, 3
MARKETING BUDGET, 18
MARKETING BUDGET ALLOCATION, 19
Marketing Budgets, 21
Marketing Control, 21
MARKETING IMPLEMENTATION + CONTROL, 20
MARKETING MIX, 13
Marketing mix allocation, 19
MARKETING OBJECTIVES, 26
MARKETING SPEND, 19
MARKETING STRATEGY DEVELOPMENT, 1
MARKETING STRATEGY DEVELOPMENT FORECASTS, 33
MARKETING SUMMARY, 25
MARKETING TACTICS, 21
MARKETING-MIX, 11
Marketing-Mix decisions, 19
Marketing-mix tools, 19
Multiple segment concentration, 5

Operational Costs Advertising Cost Objectives, 83
Operational Costs Base Forecast : Best Market, 35
Operational Costs Base Forecast : Median Market, 39
Operational Costs Base Forecast : Worst Market, 43
Operational Costs Distribution Channel Improvement, 55
Operational Costs Distribution & Product Delivery, 75
Operational Costs Export Sales Improvement, 59
Operational Costs Fixed Marketing Cost Objectives, 63
Operational Costs General Marketing Process Cost, 71
Operational Costs Market Segmentation, 51
Operational Costs Marketing Expenditure, 47
Operational Costs Product Branding + Multi-branding, 107
Operational Costs Product Positioning, 103
Operational Costs Promotional Expenditure, 95
Operational Costs Promotional & Pricing Cost, 87
Operational Costs Sales Cost Improvement, 91
Operational Costs Sales Personnel + Staff Improvement, 111
Operational Costs Selling Cost Objectives, 79
Operational Costs Target Markets Development, 99
Operational Costs Variable Marketing Cost Objectives, 67
Operational Facets, 5
Operational Margins Advertising Cost Objectives, 85
Operational Margins Base Forecast : Best Market, 37
Operational Margins Base Forecast : Median Market, 41
Operational Margins Base Forecast : Worst Market, 45
Operational Margins Distribution Channel Improvement, 57
Operational Margins Distribution & Product Delivery, 77
Operational Margins Export Sales Improvement, 61
Operational Margins Fixed Marketing Cost Objectives, 65
Operational Margins General Marketing Process Cost, 73
Operational Margins Market Segmentation, 53
Operational Margins Marketing Expenditure, 49
Operational Margins Product Branding + Multi-branding, 109
Operational Margins Product Positioning, 105
Operational Margins Promotional Expenditure, 97
Operational Margins Promotional & Pricing Cost, 89
Operational Margins Sales Cost Improvement, 93
Operational Margins Sales Personnel + Staff Improvement, 113
Operational Margins Selling Cost Objectives, 81
Operational Margins Target Markets Development, 101
Operational Margins Variable Marketing Cost Objectives, 69
Operational Ratios & Margins Historic, 31
Optimum target market, 5
Outlet Locations, 11
Overall Marketing Mix, 21
Overpriced, 12

P R & Publicity, 11
Packaging & Merchandising, 11
Parallel products, 1
Parallel products suppliers, 1
Payment & Terms of Trading, 11
Penetration, 12
Penetration pricing strategy, 17
Penetration Strategy, 12
Personal Contact, 11
Personal selling, 19
Place, 11, 13
Potential Growth for Market Segmentation, 7
Premium, 12
Premium Strategy, 12
Present Products -v- New Products, 17
Price, 11
Price : Average Strategy, 13
Price : Premium Strategy, 13
Pricing, 11, 19
Product, 11, 13
Product Availability -v- Locations, 11
Product Handling Factors, 11
Product positioning, 3
PRODUCT PRICING, 19, 21
Product quality, 1
Product Range, 4
Product Ranges, 11
Promotion, 11, 13

Quality, 11
QUALITY -v- PRICE, 12

Resource decisions, 18

Sales Promotion, 11, 19
Sales quotas, 18
Sales Targeting, 21
SALES TARGETS, 18, 19
Sales / Market Territories, 11
Sequencing and timing, 17
Service delivery, 1
Service factors, 1
Service level, 11
Shoddy, 12
Single segment concentration strategy, 5
Specific products, 4
Strategic sequence, 17
Style & Image, 11
Sufficient Current Market Segmentation, 7

Tactical marketing plans, 18
Target marketing, 5
Timing, 17
TIMING STRATEGY, 17
Total marketing budget, 19
Trade Cell, 3

Unsatisfied Market Segmentation, 7

Warranty & After-Sales, 11
Work assignments, 18